Wine market analysis (2011/2012)

Course code
4S00235
Name of lecturer
Roberta Capitello
Coordinator
Roberta Capitello
Number of ECTS credits allocated
6
Academic sector
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Language of instruction
Italian
Period
I semestre dal Oct 3, 2011 al Jan 31, 2012.

Lesson timetable

I semestre
Day Time Type Place Note
Monday 11:30 AM - 1:30 PM lesson Lecture Hall B (Lebrecht) from Nov 7, 2011  to Jan 31, 2012
Thursday 9:30 AM - 12:30 PM lesson Lecture Hall B (Lebrecht) from Nov 3, 2011  to Jan 31, 2012

Learning outcomes

This course aims at examining the strategic behavior of wineries in the international competitive scene. In particular, attention is focused on the approach to wine marketing and its strategic levers, taking into account the forms of firms operating in the wine sector.

Syllabus

1) The international wine market: supply, demand and trade
2) The "Food and wine marketing": approaches and specificities
3) The strategic process and the marketing process in the wineries
4) Firm typologies in the wine sector: the role of wine cooperatives
5) The modern wine consumer
6) The strategic mix of wine marketing: the analysis of the 8Ps
7) The relational marketing
8) The territorial marketing

Assessment methods and criteria

oral exam